1. Patients are consumers who have an illness
2. The cost of Mal-adherence is substantial
3. Adherence is an emotional journey
4. Mal-adherence can be justified (in the patient's mind)
5. Don't blame the patient
6. Follow their journey as they experience it
7. You can't change everyone's approach
8. Tailor programmes in the language of the patient
9. Adherence programmes need to be stimulating
10. And finally…..
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